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By the turn from the 20th century, amateur advisors and publications were increasingly challenging the monopoly which the large retail companies had on design. English feminist author Mary Haweis wrote some widely read essays inside 1880s by which she derided the eagerness that aspiring middle-class people furnished their houses based on the rigid models agreed to them because of the retailers.[10] She advocated the average person adoption of any particular style, tailor-made to the average person needs and preferences with the customer:

"One of my strongest convictions, and one with the first canons of a good taste, is our houses, such as fish’s shell along with the bird’s nest, really should represent our individual taste and habits.
The move toward decoration like a separate artistic profession, unrelated to your manufacturers and retailers, received an impetus together with the 1899 formation in the Institute of British Decorators; with John Dibblee Crace since its president, it represented almost 200 decorators round the country.[11] By 1915, the London Directory listed 127 individuals trading as interior decorators, which often 10 were women. Rhoda and Agnes Garrett were the 1st women to learn professionally as decorators in 1874. The importance of their work towards design was regarded right at that moment as over a par achievable of William Morris. In 1876, their work – Suggestions for House Decoration in Painting, Woodwork and Furniture – spread their tips on artistic interior planning to a wide middle-class audience.[12]

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